Two new independent bookstores set to open in San Rafael, Larkspur

For the first time in many years, not one, but two independent bookstores will open their doors in Marin County.

Copperfield's Books, which has stores in Sonoma and Napa counties, will set up shop in San Rafael in November, and Diesel, which has stores in Oakland and Southern California, will open a Larkspur store in July.

In Marin, the number of independent bookstores is about half of what it was nearly 15 years ago due to the rise of Internet sales on sites such as Amazon.com, and the predominance of chain stores such as Barnes & Noble. But the owners of Copperfield's Books and Diesel say they're setting out to change that by creating community gathering spots that emphasize buying local and supporting small businesses.

Paul Jaffee, president of Copperfield's Books, said now is the perfect time for his bookstore to move into downtown San Rafael. He said Borders bookstore dominated the area until it closed in 2011, leaving a hole in local bookworms' hearts. He said his new bookstore, to occupy 7,500 square feet at the corner of Fourth and Cjios streets, will fill that gap.

"We were getting customers coming from San Rafael to our Petaluma bookstore," Jaffee said. He said Copperfield's Books can compete with the Internet and chain retailers because their business isn't just about books anymore. The store carries magazines, greeting cards and home decor items such as candles. In addition, the new bookstore will have a cafe run by Taylor Maid Farms Organic Coffee based out of Sebastopol.

Jaffee said the bookstore's emphasis on buying local and supporting sustainable businesses such as Taylor Maid Farms appeals to people.

"Amazon is definitely an enormous presence in the book-selling industry. At the same time, we're seeing a renewed interest in people wanting to support their local stores," Jaffee said.

John Evans, co-owner of Diesel, said independent, local businesses are able to compete with large corporations because they can promote quality over quantity.

"It's like the difference between a good local restaurant that cares about what it serves its people and a fast-food chain," Evans said.

He said that while the fear of losing independent bookstores is real, they are flourishing in a corporate-driven era when big businesses are focused on competing with each other.

Diesel will open its new 2,500-square-foot bookstore in the Marin Country Mart complex, filling the space that used to house A Clean Well-Lighted Place for Books until it shuttered in 1998. It will be just across the freeway from Book Passage in Corte Madera, another independent bookstore that has been in business in the county since 1976.

It's possible more independent bookstores could set up shop in Marin at some point, but Jaffee said there are no plans for Copperfield's Books to open another store in the area. For many years, the store had been considering moving to Novato, but finding the right location and lease terms was challenging.

"It was about finding a community that fit," Jaffee said. "I'm impressed with how the Fourth Street area (in San Rafael) is becoming more vibrant and has a lot of foot traffic."

Novato still has yet to have its own bookstore focused on unused, new releases, but a store with some new books opened on Grant Avenue about nine months ago.

Carlos Castillo, owner of Loveable Rogue bookstore, said he opened his store expecting an audience of mostly older people to walk through his doors. He said he was pleasantly surprised to find people in their 20s buying books.

"I just think there's still a demand for physical books, which I get people in every day who lament everything going to the digital realm," Castillo said.

Evans said the more bookstores the merrier; the county's independent bookstores likely won't be competing with each other, as they all focus on different subjects, whether it be travel, art, book signings, classes or children's books, he said.

"Every community should have one," Evans said.

Even Barnes & Noble in Corte Madera is pleased to see two new bookstores opening in the community. Gwen Wilkerson Jones, Barnes & Noble general store manager, said any time a new business opens, it just means there will be more money circulating in the community.

"We want to be part of the community and we understand that neighborhood bookstores are important. We don't see it as competition," Jones said.